Influencer
A person who alters others' attitudes, behavior, or decisions.
An influencer is someone who can change how others think, act, or decide, using their authority, expertise, position, or connection with an audience. This power may come naturally or be built by others for social, personal, or financial gain. The term appears in media, business, politics, religion, and communication, covering social media influencers, podcasters, public speakers, religious figures, writers, and newsletter writers who have loyal followings. One expert describes influencers as third parties that shape an organization and its potential customers. Another says they significantly affect a customer’s buying choice but may never be held responsible for it. A third view calls them well-connected, impactful, active-minded trendsetters. Having many followers does not guarantee real influence over them.
Today, the word often means a social media influencer—someone who grows a grassroots online presence with photos, videos, and updates, using direct interaction to seem authentic, expert, and appealing. Unlike traditional celebrities, they build their platform through social media rather than prior fame. This role is often paid: businesses hire them for influencer marketing to promote products. So an influencer acts like a modern salesperson or marketer. Types include fashion, travel, and virtual influencers, plus content creators and streamers. Some are tied to specific apps like TikTok, Instagram, or Pinterest; many are also internet celebrities. By 2023, Instagram received the most business ad money for influencer marketing, though influencers can affect any social network.
The general word “influencer” has been used since at least the 17th century. The Oxford English Dictionary’s earliest example is from 1664, in Henry More’s *A Modest Enquiry into the Mystery of Iniquity*, which mentions “the head and influencer of the whole Church.” Online influencing began with digital blogs and platforms in the early 2000s. Recent studies show Instagram, with over a billion users, holds most influencers, sometimes called “Instagrammers” or “Instafamous.” A key part of influencing is ties to sponsors. The 2015 launch of Vamp, a company linking influencers with sponsorships, changed the field.
There is debate over whether social media influencers are celebrities, since their path to f
- earliest_attested_usage
- 1664
- field
- Media, business, politics, religion, communication
- known_for
- Altering attitudes, behavior, or decisions of others; social media influence; influencer marketing
- modern_referent
- Social media influencer or online influencer
Lore & Background
The word 'influencer' in its general sense is attested since 1664, with the Oxford English Dictionary citing Henry More's 'A Modest Enquiry into the Mystery of Iniquity'. The origins of online influencing trace back to digital blogs and platforms in the early 2000s. One theory considers former American First Lady Eleanor Roosevelt (1884–1962) the 'original media influencer,' as she built a global personal brand through radio, print, public speaking, film, and television, writing a daily newspaper column for twenty-six years and hosting public affairs television shows. Unlike contemporary influencers, she was less motivated by pay-to-play than by a desire to educate and inspire, though she used her influence to benefit her children's careers and donated most revenue to c
Reader's Guide
The influencer concept has evolved from a general term to a specific role in digital marketing. The early 2000s saw corporate efforts to leverage the internet for influence, with The Blogstar Network (2004) widely regarded as the first influencer marketing network, followed by PayPerPost (2006). By the 2010s, the term described digital content creators with large followings, distinctive brand personas, and patterned relationships with commercial sponsors. Influencer marketing became a widely researched field globally, with systematic reviews documenting the role of authenticity, audience engagement, and parasocial relationships. As of 2023, Instagram is the social media platform where businesses spend the most advertising money on influencer marketing. A 1% increase in spending on influencer marketing can lead to a 0.5% increase in audience engagement. The industry was worth as much as $8 billion in 2019.
Did You Know?
- The Oxford English Dictionary gives 1664 as the earliest example of the word 'influencer'.
- Eleanor Roosevelt is considered by one theory to be the 'original media influencer'.
- The Blogstar Network, established in 2004, is widely regarded as the first influencer marketing network.
- A 1% increase in spending on influencer marketing can lead to a 0.5% increase in audience engagement.
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